What will be the next iPhone? Is the tech industry “bundling”, “unbundling”, or both? What impact will AI, AR/VR, & the “app-ification” of media have on the global landscape? How will brands adapt?
IPG Media Lab’s Adam Simon took the time to sit with us to discuss these questions & more.
Look no farther than traditional pre-roll advertising units to engage. That, according to new YuMe data which found that pre-roll remains not only the most engaging video ad format, but also ranks as the most informative according to viewers.
YuMe and IPG Media Lab have released the new report, Navigating the New Digital Video Landscape, and among the more interesting findings is this: pre-roll remains key to video campaign success. More than half (54%) of mobile users said pre-roll ads are engaging; only about one-third found either outstream or mid-roll ads engaging.
Researchers found that pre-roll ads are seen as the ‘least interruptive’ by mobile users, with only 17% feeling their experience is interrupted by pre-roll ads. Comparatively, 60% feel that outstream ads and 72% feel that mid-stream ads interrupt their experience.
The IPG Media Lab, IPG Mediabrands’ creative technology and innovation agency, recently released its 2017 Outlook. This document details the most innovative trends, technologies, and consumer shifts that will influence how marketers achieve their media objectives.
MillerCoors is giving lazy beer drinkers another excuse to stay put: The option to order beer with the touch of a button or a simple voice command.
The brewer and IPG Mediabrands today announced a new suite of connected home services called “Miller Lite On-Demand” that will allow consumers to stock their fridge using a voice-activated Amazon Alexa command, or by using a programmable button known as AWS IoT that is based on the Amazon Dash Button hardware. The delivery requests will be fulfilled within one hour by Drizly, an online alcohol ordering platform, according to the agency and brewer, which have partnered on an incubator program aimed at testing such technologies.
Drizly currently serves more than 40 cities, according to MillerCoors.
The Miller Lite beer button is only available to a preselected group of 500 Drizly customers, according to the announcement. Ordering via Alexa is open to owners of Alexa devices including the Amazon Echo, Echo Dot and Tap. Device owners can enable the option by searching for “Miller Time” in the Alexa skills store. The ordering voice command is “start Miller Time.”
The program was developed by the IPG Media Lab, the creative technology agency of IPG Mediabrands.
“Consumers are expecting a frictionless shopping experience across every area of their lives and we’re working to make it easier for legal drinking age consumers to get their hands on a beer through several testable areas,” Brian Pokorny, senior manager of digital marketing and media at MillerCoors, said in a statement.
From Google Cardboard to the Oculus Rift, virtual reality is actual reality for a growing number of consumers.
Travel companies can now give vacation planners a preview of their final destination. Soda companies can create virtual sleigh rides and auto races, making memories for their customers that are indelibly linked with their drink of choice. And, of course, media companies can immerse audiences in stories like never before.
Since virtual reality is still an emerging technology, the brands that embrace it are paving the way for future marketers and creators. We asked an experimental marketer, an industry analyst and representatives from major media companies to report their findings from the VR frontier.
1. VR Could Be Your Brand’s Most Powerful Medium
Forging real connections through virtual reality is increasingly vital in an era of advertising saturation. Dylan Mortensen points to the rise of ad-blocking technology as evidence that brands need better ways to reach consumers. VR could help forge deeper connections between consumers and brands.
Users who see an ad by a brand they’ve engaged with, he says, can “bring back all those emotional responses because they’re physically inside of this brand now. It’s not them just strictly looking through the TV glass. They’re able to interact with this brand and really get involved with it.”
In fact, VR can even forge deeper connections between humans and sharks. Nathan Brown says Discovery’s Shark Week VR experiences “broke down some of the mysteries and misconceptions about sharks. Virtual reality has a great proclivity for creating empathy, which we were able to use to educate audiences and drive awareness in support of conservation efforts.”
From a marketing perspective, Adam Simon points out another of VR’s major advantages: focused and measurable user attention. “If somebody is looking at your thing, they’re definitely looking at your thing.” he says. “They’re not looking at their phone, or in the kitchen getting a beer or something. One of the benefits of VR is that it’s literally stuck on their face.”
The IPG Media Lab partnered with location-based marketing platform Thinknear and Office Depot Inc. on a quantitative media trial examining how location-based audience targeting (LBA) compares to more traditional methods such as designated market area targeting (DMA) in mobile. Among the results: LBA targeting drove significantly higher foot traffic into stores as well as intent to visit stores.
The media trial findings indicated that foot traffic increased 29%, with LBA targeting with a standard ad, and 31% when the LBA targeting was paired with a dynamic location-aware advertisement, as measured by Placed Attribution. Among key audience segments, intent to visit the store increased 116% using the LBA and location-aware ad combination.
Branded content bests other online advertising in multiple ways, per a new joint study from IPG MediaLab, Forbes and Syracuse University’s Newhouse School.
Here are a few quick hits from their research:
-Brand recall is 59 percent higher for branded content than display and native ads.
-Consumers are 14 percent more likely to look for additional content from a company after a single impression of branded content.
-Branded content is getting better, showing a 17 percent improvement in brand recall compared to a similar study in 2013 by the same trio of players.
Hershey launched some interesting limited-time packaging for its TAKE5 candy bar, turning the cardboard packaging the candy sits inside into a beat box. The TAKE5 remixer was created by Barkley, IPG Media Labs and Novalia, and made its debut over the weekend at Hotel Thrillist in New Orleans. More than 500 remixers were given away,
Just how memorable are online ads that meet the bare minimum viewability standard set by the Media Rating Council? According to the latest research from the IPG Media Lab, many of them aren’t memorable at all.
That was one finding from the study, dubbed “Putting Science Behind The Standard,” according to Kara Manatt, SVP, Intelligence Solutions & Strategy at the Lab. She briefed attendees at a MediaPost conference in Lake Tahoe today on the research. It was designed to measure ad effectiveness against the MRC viewability standard.
The findings were based on a nationally representative panel of 10,000 people who were exposed to some 200 different online ad scenarios. A portion of the panel viewed ads on computers with webcams that tracked eye movements to compare with survey responses.
There are many factors to consider in trying to predict when an emerging technology might have its iPhone moment, breaking through from an early-adopter niche into a mainstream consumer product. Merely being technically possible is only one piece of the puzzle, and in many ways is the least important. Once something is feasible, the next gating factor is market economics — can we manufacture or productize it at a price that anyone would pay? But beyond technical and economic feasibility, there’s a third factor that’s often overlooked: cultural feasibility — are we collectively “ready” for the technology.